A
Advertising - selling at scale.
B
Brand equity – the commercial value a brand delivers to its owners through its effects on the attitudes and behaviors of its constituents.
Brand identity – a word, symbol and / or design that distinguishes a product, service or entity from others.
Brand image – a set of associations attached to a brand.
Brand promise – the value proposition, promise or benefits communicated by a brand to its target audience.
Brand purpose – the reason why a brand exists with respect to the positive difference it aims to make in people’s lives.
Brand valuation – the Net Present Value (NPV) of future cash flows stemming from the brand as an intangible (separable) asset, for example, as estimated in the avoided royalty payments through ownership of a trademark and associated intellectual property (e.g., brand guidelines).
Brand value – the incremental Net Present Value (NPV) of future cash flows stemming from a branded compared an unbranded business and product via its effect on all stakeholders (e.g., customers, employees, suppliers, financiers, channel partners, etc.). In simpler terms, what deploying the brand is worth to management, the bottom line, and shareholders.
Branding – the creation of names, symbols, characters, slogans or an experience that (1) helps identify a product or service and (2) creates unique associations that differentiate it from the competition by (3) creating additional meaning (value) in the minds of a target audience.
C
Consumer – a person or entity that makes use of a good or service.
Content marketing - Creating and distributing valuable, relevant content continuously over time to attract and retain a clearly defined audience, ultimately to drive valuable customer interaction.
Culture – the tone, manner and process in which work occurs within an organization.
Customer – a person or entity that purchases goods or services.
Customer-based brand equity – “the differential effect of brand knowledge on target audience response to the marketing of the brand” (Keller, Journal of Marketing, 1993).
Customer/consumer experience – a customer’s and/or consumer’s holistic perception of their interactions with an organization and its products and services over a period of time.
Consumer/customer/buyer journey – the mapping of customer experience across all touchpoints, paying particular attention to “moments-that-matter”.
Customer value proposition (CVP) – the sum total of benefits which a seller promises a customer will receive in exchange for payment and / or other kinds of value.
D
Differential advantage - matching customer needs better than competitors.
Differentiation – relevant associations or the net value of customer perceptions of a brand, product, service or entity that sets it apart from competitors.
E
Effectiveness - doing the right things (marketing driven).
Efficiency - doing things right (finance driven).
Employee-based brand equity – “the value a brand provides to a firm through its effects on the attitudes and behaviours of its employees” (Tavassoli, Sorescu & Chandy, Journal of Marketing Research, 2014).
Employee branding – the process by which employees learn about, commit to and are are motivated and enabled to deliver the promised brand experience to customers and consumers.
Employee Value Proposition (EVP) – the benefits promised by an organisation in return for the talent, experience and engagement employees bring to the organisation.
Employer brand – the image of an organisation as a great place to work in the minds of potential and current employees.
Environment - external structure of customers, competitors, society, technology, geography, politics and attitudes (e.g., public opinion).
Experience – the perceptions of an event, episode or encounter that leave an impression.
I
Intangible asset – a non-physical asset such as a patent, trademark, or goodwill recognized in business combination.
M
Market - A need among a segment of the population. (Not a product or service industry, sector or category). “There’s a market for that”.
Marketing - Matching customer needs, profitably.
Mission statement – a written statement of an organization’s purpose which provides direction and guides decision making. For example, what business an organization is in and / or what an organization aims to provide to its constituents.
N
Net Present Value (NPV) –the future cash receipts associated with an investment, discounted by a specified rate of return.
O
Organization - internal structure for implementation of strategy.
P
Positioning – the strategic intent (aim) or design of a differentiated brand image to a specific target audience.
R
Royalties – rent-like payments made to the legal owner of a brand (or other asset) by those who wish to make use of it, for example, to generate revenue.
S
Sales funnel – the visual representation, in the form of an inverted funnel or pyramid, of the customer relationship with a brand, product or service ranging from “customer states” such as awareness, to consideration, to trial, to repeat purchase, to adoption (e.g., habit or loyalty), or other sales outcomes such as up-selling and cross-selling.
Selling - trying to get customers to want what you make. (The opposite of marketing: trying to make what customers want.)
Strategy - resource allocation across products and markets.
T
Trademark – a distinct mark or feature particularly characteristic of or identified with a person, thing, entity or intellectual property.
V
Values – describe a desired culture and can be “who values” that describe an organization’s character or spirit, often anchored in its heritage; what or “end” values that link to organizational purpose; and how or “means” values that are a code of behavior that define the manner in which the organization intends to accomplish its aims, the emphasized norms, principles, or a common set of beliefs.
Vision statement – based on an organization’s purpose, it describes why a business is doing what it is doing and where a well-executed mission will take them. Best done as an inspiring image of a possible and desirable future state, in order to unite and inspire constituents.
